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We have anew addition to the Madison Group Madison, an international group of Marketing and Digitalization services companies, incorporates Jose Luis Marín as Director of Digitalization, Data and AI Strategy. With 25 years of experience in different companies related to the technological and international field, and a past in the company, he becomes part of the team again with the main objective, to help Madison in its full adaptation to a data-driven and innovation-oriented digital economy. To this end, the Digitalisation, Data and AI Department, which he will now lead, will coordinate the action of the company’s technological areas, on which the areas of Corporate IT, Data Science, Innovation and Competence Centres will functionally depend. About Jose Luis Marín Telecommunications Engineer and Graduate in Business Administration and Management. Expert evaluator of Research and Innovation projects for the European Commission, EIT and other agencies for more than 12 years. He is the author of several publications and as a teacher he collaborates with Master’s Degrees and Business Schools in subjects related to technological innovation. His work over the last 10 years has been closely linked to all the challenges related to innovation through data, artificial intelligence and web3 to solve the challenges of digitalization . Vocation, research and rigour “I think the best decisions, even if they take more work, come from analyzing the data rigorously and taking into account knowledge from all possible angles.” In the last 10 years my research and work interests focus on data-related challenges: artificial intelligence, machine learning, big data, open data, linked data, smart cities, cloud computing and data science. I try to keep technical skills in programming and other technologies and platforms up to date to help teams better focus projects and to make management decisions with greater perspective. I am interested in each and every aspect of the impact of technologies and digitalization on our lives, including intellectual property, social and economic changes, and ethical issues.” Happy to welcome you, and wish you every success at MAD!

In today’s era, technology has not only transformed the way we live and work, but it has also redefined the relationship between businesses and consumers. In this context, Marketing 5.0 emerges, an evolution that goes beyond the simple promotion of products and services, and focuses on building meaningful connections with the audience through technology. Digitalization: Beyond Borders Digitalization has broken down geographical barriers, allowing companies to reach global audiences in a way that was previously unthinkable. From small businesses to multinationals, they all have the opportunity to expand their reach and connect with consumers anywhere in the world. This democratization of market access has great potential for business growth. However, this global access also brings with it challenges. Protecting data privacy and security has become a critical concern for businesses and consumers alike. The growing digital divide between those who have access to technology and those who do not is also an issue that needs to be addressed to ensure equitable inclusion in the digital economy. Generational Gaps: A Challenge for Marketing 5.0 One of the distinguishing features of Marketing 5.0 is its ability to close generational gaps in technology adoption. While Millennials and Gen Z are fully immersed in the digital world, older generations may face difficulties adapting to new technologies. To address this disparity, businesses need to take an inclusive approach in their marketing strategy. This involves not only creating products and services that are accessible to all ages, but also implementing digital education programs for those who may need additional support in adopting new technologies. The 5 A’s and Building Lasting Relationships The 5 Aces of Marketing 5.0 (Aware, Appeal, Ask, Act, Advocate) describe the consumer’s journey from discovering a brand to becoming its most loyal advocate. These stages not only represent customer touchpoints, but also opportunities to build meaningful and lasting relationships. By understanding and optimizing each of these stages, companies can build strong and meaningful relationships with their customers, fostering long-term loyalty and engagement. The Future of Marketing 5.0 With the advancement of technology and evolving consumer expectations, businesses must be prepared to adapt and make the most of the opportunities offered by this new paradigm. The integration of artificial intelligence, augmented and virtual reality will continue to transform the way businesses connect with their customers. Those that take a human-centric approach and are committed to delivering personalized, meaningful experiences will be better positioned to succeed in the era of Marketing 5.0. In short, companies have to commit to leading this change, using the tools and strategies of Marketing 5.0 to build lasting relationships based on trust and transparency.

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Customer experience (CX) has always been one of our greatest passions. In our CX projects, we don’t just map out a Customer Journey; we aspire to something much deeper: to bring our customers to RELEVANCE for theirs. We strive to help them grow as brands loved by their customers. But what does it really mean to manage Customer Experience to become a relevant company or brand? First, we need to properly manage customer experiences. Although there are many definitions of what constitutes customer experience, most highlight that it is the set of sensations and emotions that the customer perceives in the impacts and interactions throughout their life cycle with a company or brand. Beyond any definition, it is crucial to understand that Customer Experience is an emotion, something that is felt. And even if it’s an emotion, we can manage and measure it. For us, here are some of the most important CX factors : CX Involves Empathy Empathy is the starting point. If a company is not willing to understand and put itself in the customer’s shoes, it will never be able to connect with them. We must strive to get to know the customer, their preferences, their concerns, and their goals. In addition, it is crucial to humanize the experience, starting with humanizing the internal processes. While it is true that companies should seek to optimize resources, it should not be done at the expense of the ability to empathize with the customer. Although it is a reality that empathy depends largely on human intelligence, we increasingly see a role for artificial intelligence in humanizing experience. A technological revolution. CX is Trust We seek to convey a reliable image, so that the client perceives us as a brand that cares about their well-being. Trust is built by demonstrating to the customer our knowledge, perceived quality and consistency. We must get it right again and again. There is an equation that describes it very well: Trust is the sum of Credibility, Reliability and Intimacy, amplified by customer orientation. We highlight several characteristics of Trust: CX is Comfort We must offer maximum convenience at all stages and channels of customer interaction. The first step is to reduce complexity. This involves simplifying processes and using technology effectively. CX is Surprising Innovation in the customer experience is key to avoid boring them. We must surprise from time to time to keep the customer relationship alive, whether through personalized details or unexpected experiences. Surprising the customer in a very subtle way, for example, by celebrating their customer anniversary with us, or emphasizing an event that we know will impact the customer. These factors help us on our path to RELEVANCE, aspiring to become an important part of the customer’s life. Relevance is measurable, as shown by a study of relevant brands in Spain published by Forbes and carried out by the Pulsing Brands agency, which positions brands such as Nivea, Samsung and Netflix at the top of the ranking. It also shows the most relevant brands by sector. There we see brands such as Mercedes and ING, Mapfre and Decathlon as relevant leaders in their sector. We’re not surprised by these mentions, are we? Let us surprise you! In our next post, we’ll share how building a Customer Experience (CX) culture contributes to the creation of a Voice of the Customer (VOC) program.